I revamped Utility Canvas's consumer website to align with its rich legacy, emphasizing its commitment to superior canvas products. Focusing on enhancing user experience for high-end customers, boutiques, and designers, this involved creative reconstruction to ensure growth, adaptability, and a seamless desktop and mobile interface.
To reduce friction and create a more cohesive shopping experience, I rebuilt navigation and page templates end to end. I condensed a 50-subcategory navigation into three intuitive groupings (Carry, Home, and Wear) aligned to the homepage collection tiles and designed without dropdowns. I then standardized the full collection + product detail page system, resolving inconsistent product organization and imagery.
Utility Canvas Collection Pages
Collection pages were rebalanced with a hero and introductory context, and every SKU was brought to a consistent spec: six 1:1 images on white, visible color variants, SEO copy, four key bullets, and breadcrumb structure.
Utility Canvas Product Pages
Utility Canvas is all about color, and the archived, in-house lifestyle photography presented an opportunity to give the website new life. I weaved in the high-quality imagery across all pages, which provides a nice balance to the newly-added copy, expands the brand story, instills trust in customers, and creates more visual appeal.
My team also developed the brand voice and messaging to convey the Utility Canvas story and promote streamlined, consistent copy usage across all pages. In addition, we implemented eCommerce tactics including an excel migration for systemized product management, product tagging for SEO, and traffic analytics to understand the customer journey as a catalyst for improvements.
